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Conversion Rate Optimization

Having a good strategy means you know what you are saying yes to and what you are saying no to. As you’ll read below, Conversion Rate Optimization (CRO) is about having a systematic approach to isolating and identifying with high confidence what is helping and hindering in the execution of your strategy. This enables you and your organization to know what tradeoffs you might be making as you strive to reach for your goals.

What is CRO?

CRO is a digital marketing/user experience approach for improving the ability of a digital experience (web, mobile, etc.) to convert visitors based on the site’s objectives. CRO employs a number of tools to accomplish this, including A/B testing, personalization and recommendation engines, and hybrid approaches that include user feedback, analytics, or other user research techniques.

Every digital experience is built from a number of smaller decisions. CRO helps you see clearer what the impact of those smaller decisions have on the goal of the overall experience by allowing you to validate those decisions using behavioral testing. You can isolate what a given decision adds or takes away from the experience. Similarly, you can roll-out new ideas and test them against your existing experience to make sure it does indeed improve it—all in real time with real users.

How does it work?

CRO organizes the execution of a digital experience’s strategy and tactics into smaller experiments focused on gaining insight on user interests, values and demand through behaviorial testing and qualitative feedback. The basic methodology that makes CRO work is A/B testing, where you split your audience between variants of a message or design to see which one performs better. Audience members vote with their feet, without being explicitly told they are part of a test.

Here are four questions that any good CRO campaign will help you answer in a way that translates to tangible results for your product:

Five Questions Every CRO Campaign Helps You Answer

What problem of the user are we trying to solve?

How will we know if we’re accomplishing that?

How can we help the user?

How might we be hindering the user?

How will we know where we were right and where we were wrong?

How do I get started?

Let’s start by having a free, consultative evaluation where we have a conversation about your vision and goals for your digital experience and identify specific opportunities for a pilot CRO campaign and begin to define next steps.